Can social media really produce results for a small business? Here’s a case study that says resoundingly, “Yes!”
A struggling cupcake store had paltry 398 followers on Facebook after three years in business. To boost fans and engagement we developed a three-prong Facebook strategy:
1. Regular postings of products (photos of yummy looking cupcakes, cookies, coffee, tea, and specials) and promotion of newly-created birthday party packages for kids.
2. Development and promotion of cupcake decorating classes. Posts generated interest thanks to photos of the irresistible final product attendees would be creating in class. After the class, we posted photos of attendees enjoying the experience.
3. Creation of a Test Kitchen concept. The owners of this business are a husband and wife team. The husband loves being in the kitchen and creating new baked delicacies. We used that passion as their brand differentiator to create the Test Kitchen. The concept was simply that twice each month the husband would go into the kitchen and create something new. They would post pictures of him in the kitchen, covered with flour or elbow deep in batter to provoke curiosity. The following day, Thursday, was Test Kitchen day. Anyone who visited the store would be given a free Test Kitchen card (10 Test Kitchen visits got you a $5 gift certificate. Emails were required to receive the card, shoring up their database) and a free sample of the new concoction. Visitors were then asked to rate the new product as a Flip (Flip your lid over it) or a Flop. The owners posted the results on Friday. They were totally honest about customer reaction – even if it wasn’t great. It was totally authentic and people loved it!
Results over the course of just 30 days:
1. They posted a coconut macaroon special that was seen by someone who ordered 8000 coconut cookies – a huge order for a store that size.
2. Follower base grew from 398 to 600 (within months it grew to 1250).
3. Engagement from fans grew as high as over 100 likes for certain posts.
4. They began booking birthday parties, posting photos and “mom” testimonials which generated even more bookings.
5. Decorating classes began filling to capacity, adding yet another revenue stream and creating a whole new loyal fan base.
Total cost: $0